I just reported a new record for Mio blog traffic 🚀
Over the last 6 months, I only published 22 blog posts (less than 1 per week).
Here’s what I did (and you can do) instead.
1) Refresh underperforming content
Using Google Analytics, check for posts with traffic (or conversions) considerably lower than a previous time period.
You can also use your SEO tool & check for rank change.
In larger companies, do this over 6 mths.
Startups, up to 3 mths.
Document these posts and plan what needs to be added or changed (refreshed).
Then start with the basics:
- Check the copy/data is up to date
- Check spelling/grammar
- Check readability on diff devices
Then move on to the actual refresh…
Identify gaps in your content:
- Review posts ranking above yours
- Note elements missing
- Review Google for FAQs
- Plan queries to answers
DON’T copy your competitor.
Do this instead 👇
Take your elements (tables, images, infographics, lists, videos) and plan what queries these can help answer.
For example, “history of Zoom” used to have a wall of text.
Now, it has an infographic with associated text.
(S/O @HarrietRuscoe for the graphic design skills)
You don’t need to create an infographic for every query.
You should address every missing query (if relevant to your post) more comprehensively than your competitor.
This doesn’t mean a higher word count – though it might be.
Use an example, get an expert quote, do better.
Next, link up everything you’ve already written about to your refreshed post.
Since you wrote the original post, I bet you’ve written a ton more?
Find posts with your keyphrase and add an internal link to your new post.
The benefits are unreal 👇 (thanks @crestodina)
When you’ve updated old content and added new queries, elements, and internal links, you’re ready to hit publish.
But the content refresh process doesn’t stop here…
2) Build links through content promotion
If you’ve refreshed your content, it’s the PERFECT time to promote it again.
But, hang on.
What does building links have to do with content promotion?
I’ll tell you.
When you promote your content in the right places, you naturally build links.
Example: you share your latest report on remote working trends.
It has a stat so compelling people must link to it in their next blog post.
Easy link built.
But what if they’re not a writer?
Assuming your content is comprehensive and holds the attention of the reader, they are likely to share it on social media.
What happens then?
Another writer sees the post and links to your blog in their copy.
But, how do you find the right places to share your content?
Trial and error is the best way to create your own content promotion process.
Share your content in:
- Niche communities
- Sub Reddits
- Internal company social networks
- Your personal social media
Or cheat, and use my 40 content promotion techniques:
40 Actionable Content Promotion Strategies [With Examples]
By promoting my content in relevant places, I spent 0 time trying to build cold backlinks to my content.
How to get backlinks is one of the questions I get asked the most.
I address it in my webinar with Christina Pashialis: notion.so/f6176d2655714b…
(Free to ContentUK members)
So, what else have I been spending my time on if not writing blog posts every day?
There have been 3 major projects, 2 of which have paid immediate dividends.
3) Build big hitter non-SEO content
What if I told you not every post has to be keyword-driven?
Sounds crazy, right?
I’ve worked on several posts with no base keyphrase, no SEO, and generated 10,000+ views in the last 6 months.
How?
First up is independent research.
If you’re in an early stage category, this is a MUST.
You get:
- tons of links to your data
- early credibility in your niche
- repurposable content
- opp to outreach to influencers
Here’s how to conduct independent research:
First, define what you aim to find out.
What’s a dream headline from this research?
What’s a story you want it to tell?
Now, draft some Qs you could ask.
Send them to your CEO and start over again.
(Seriously, this is what will happen & it’s great for your ego and content).
Use Typeform to create a beautiful survey form so people actually take it.
Offer a small gift per entry or big prize when you hit your desired # of entries.
(If you skip this, nobody will respond).
Never used Typeform? Start free here.
How many entries do you need?
This depends on:
- Your category size
- Competiton
- Onlookers who may comment
- How credible you want to be
More is obviously better; but budgets must be set.
Find a reasonable goal.
No goal = no results.
You could cheat and hire a company to do the research for you.
It still makes good content & they likely have the resources already.
But, it’s not yours and yours only – and it’s likely the more expensive route.
Example: $20k for company research vs 200 x $50 gift cards ($10k)
When you’ve got responses, analyse data, produce graphs and statements.
Then (this is where you stand out and turn your content into a link-building machine and the most shareable content you own), turn it into interactive email-gated content.
Example: http://m.io/report
Rather than just presenting the data and writing a blog post, you’ve created a lead magnet that is yours forever.
Note:
- You don’t have to email gate it
- You can shortcut this process by using secondhand data
For the latter, you need an angle. It’s commentary, not data.
But it does work.
In this case, I rounded up data available in the public domain.
It performed just as well.
Example: https://dispatch.m.io/state-of-workplace-messaging/
The second major win has been producing partner content.
In 2021, Webex invested in Mio.
And Webex has a ton of people with great things to say around innovation, change, and behavior.
So I’ve started the Webex Leaders series.
What is the benefit here?
Webex already has a huge following across:
- Niche Webex communities
- Webex partners & resellers
Producing content they want to read is integral to this process.
Ask them!
When you know what they want to read/listen to, double down on this content.
You’ve literally been told what people want to consume.
I interviewed 3 Webex execs and produced profile pieces. These have gained 5,000+ views without an SEO play.
4) Improve page speed
Back to SEO for another project more than worth dedicating time to.
With Google focusing on Core Web Vitals, page speed and reader experience has become more important than ever (in order to rank high on Google).
For a while, I struggled to make headway here as I thought I needed coding and technical skills.
I didn’t. You might depending on what needs fixing.
Here’s how you find out:
In Google Search Console, run the Core Web Vitals report.
You’ll be presented with everything Google thinks you need to change, in order to improve your page speed for mobile and desktop.
Start with the “poor” results. These are your priority.
What you see here is dependent on previous work and content on your site.
Document the things you can fix yourself then outsource the rest to a developer with serious SEO experience.
For me, the bulk was:
- Lessening dependence on plugins
- Removing unused Javascript from unused plugins
- Using smaller image files (ironically using a plugin to compress)
- Removing/improving content that took too long to load
As a result, I now have 0 “poor” pages.
The amount of work you may need to do here depends on previous work.
I dedicate a good chunk of my week to “SEO maintenance” to make sure I don’t end up with a big project.
Rather than providing technical expertise here, my biggest advice is to keep on top of your SEO health 💉
A combination of these
1) Refresh 📉 content
2) Big hitter non-SEO content
3) Link building/content promotion
4) Improving page speed
has led to a record week (and projected month) of traffic.
Use these 4 tactics for your own content and let me know how you get on 💪
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